The archive · Advertising · Marketing decision · 2025–2026
Genesis chases the aurora with the GV60 through Arctic Norway
For the GV60, Innocean shot a journey to Tromsø in search of the aurora — extreme cold became beauty, winning Seoul's ad Grand Prix.
Genesis
What it had to solve
Genesis needed a campaign for the GV60 that expressed the car's electrification technology and the brand's vision of moving toward wonder — without leaning on the usual range charts and charging curves. The answer had to feel, not inform.
How it works
Electric car advertising usually leans on numbers: range, charging speed, cold-weather performance. Genesis took the opposite path for the GV60. Instead of explaining why an electric SUV works in the cold, Innocean shot a journey to Tromsø, Norway — inside the Arctic Circle, where the long polar night and severe cold make the aurora a fleeting phenomenon of light.
The campaign, titled 'Take Your Wonder Further', turned the environment into the message. Chasing the aurora through frozen Arctic landscape, the film connected the GV60's electrification technology with Genesis's broader vision of moving toward wonder, letting extreme conditions create powerful emotion rather than technical claims. The idea extended offline through the GV60 Wonder Studio in Seoul, where visitors could inspect the car and virtually drive after the aurora.
The work won the Grand Prix at the 2025 Seoul Video Ad Festival, held by TVCF, Korea's leading video-ad platform. Judges and the public gave the top honor in a year when Innocean collected 11 awards and was named Agency of the Year for the second year running.
Why it lands
- The Arctic setting made the electric drivetrain prove itself against the hardest conditions a car ad can show.
- Aurora-chasing gave the film a destination and a payoff, so the audience waits for the light as the driver does.
- Making extreme cold look beautiful reframed an EV's weakness — winter range — as part of its romance.
- The Wonder Studio let the brand extend the film's wonder into a physical, testable experience.
What it did
The campaign won the Grand Prix at the 2025 Seoul Video Ad Festival, the annual awards run by Korea's major TV-commercial platform TVCF, where only two works — one in craft and one in creative — receive the top honor. The win helped Innocean take Agency of the Year for the second consecutive year, with 11 awards overall.
What you can take
When the product's argument is technical, tell it somewhere the technology has to prove itself — extreme places make ordinary capability feel extraordinary.
Since then
After the Grand Prix at the 2025 Seoul Video Ad Festival, the campaign remained a reference point for Innocean's global work: the agency later promoted Tromsø as a purpose-driven travel destination precisely because the GV60 shoot there showed how extreme conditions can produce powerful emotion. For Genesis, it set the pattern of treating an EV launch as a piece of cinema rather than a spec announcement.
Sources
- 이노션, '2025 서울영상광고제'서 최고상 '그랑프리' 수상 (Innocean wins Grand Prix at 2025 Seoul Video Ad Festival)
- Innocean Highlights Purpose-Driven Travel Spots Featured in Global Ad Shoots
spotted an error? The archive wants to know.
Your turn
You just read one. Describe the brief you are staring at, and see who has been given the same problem.
Free account · 3 free questions · no card